What Turn2us does

Turn2us is the operating name of Elizabeth Finn Care, a registered UK charity (England and Wales 207812; Scotland SC040987) founded in 1897 and headquartered in London. The organisation provides a suite of free, web-based tools that help individuals in the UK identify welfare benefits they are entitled to, find grants from more than 3,000 charitable organisations, and navigate Personal Independence Payment (PIP) applications. Its core products are the Benefits Calculator, Grants Search, and PIP Helper, supported by a MyTurn2us account system, a helpline, free e-learning courses for advisers, and the Turn2us Edinburgh Trust grants programme for Edinburgh residents.

The platform is delivered as a self-serve digital product on turn2us.org.uk and through an embeddable distribution layer used by advice agencies, charities, housing associations, and other support organisations. The Tools are accredited for plain English (Plain English Campaign Internet Crystal Mark) and accessibility (Shaw Trust accreditations covering WCAG 2.2 AA on the Benefits Calculator and WCAG 2.2 AAA on the PIP Helper). Infrastructure is conventional: Google Analytics and reCAPTCHA, the Absorb e-learning platform, Vimeo for video, and Evouchers for voucher distribution. There are no AI or ML capabilities disclosed in the product stack.

As a non-profit, Turn2us generates income from individual donations, legacies, philanthropic trust and foundation grants, investment returns on approximately £56m of equities, and a £4.3m contribution in FY2022 from its wholly owned commercial subsidiary Elizabeth Finn Homes Ltd, which operates nine nursing and care homes in England. Total reported income for the financial year ending 31 March 2022 was £6.08m, against charitable expenditure of £9.7m. The charity is governed by a board of trustees, led by CEO Thomas Lawson, and has 67 FTE staff at the charity plus approximately 700 FTE in the subsidiary.

Name

Turn2us

Legal name

Elizabeth Finn Care

Website

https://turn2us.org.uk

Company type

Private

Founded year

1897

Operating status

Operating

Headcount range

11–50 employees

Short description

Turn2us (Elizabeth Finn Care) is a UK national charity, founded in 1897, that provides free digital tools — a Benefits Calculator, Grants Search, and PIP Helper — plus e-learning and grant programmes, helping individuals in financial hardship access welfare benefits and charitable grants.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Donations and Fundraising: Individual donations through appeals and fundraising activities. The charity runs fundraising campaigns and accepts one-off and regular donations from supporters.
2. Commercial Subsidiary Income: Elizabeth Finn Homes Ltd, the wholly owned commercial subsidiary operating nine nursing and care homes, contributes profits to fund charitable activities. In FY ending March 2022, contributed £4.3m of the £6.08m total income.
3. Trust and Foundation Grants: Funding from philanthropic trusts and foundations for specific programmes and activities including the Edinburgh Trust grants programme.
4. Legacies and Gifts in Wills: Charitable bequests and legacies left to the organisation through estate planning.
5. Investment Income: Returns from approximately £56m invested in equities managed by two separate firms of financial managers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Turn2us is a UK national charity that provides free digital tools and resources to help individuals identify their entitlement to welfare benefits and find charitable grants from welfare funds. Core tools include the Benefits Calculator, Grants Search, and PIP Helper, supplemented by direct financial grants through the Edinburgh Trust programme and an adviser-facing e-learning suite.

Product overview

Turn2us is a national charity offering a suite of interconnected digital tools and services to help people in financial hardship access welfare benefits and charitable grants in the UK. The core product portfolio consists of three primary digital tools: the Benefits Calculator (for checking benefit entitlements), Grants Search (for finding charitable grants from over 3,000 organisations), and PIP Helper (for navigating Personal Independence Payment applications). These tools are supported by a MyTurn2us account system that allows both individuals and advisers to save and manage calculations. The Edinburgh Trust provides direct grant-giving for Edinburgh residents. Additional services include e-learning courses for advisers, a helpline, and embeddable versions of tools for partner organisations.

Differentiator

Problem solved

Functional benefit

Brands

• Turn2us Edinburgh Trust: A part of Turn2us that gives grants to people in Edinburgh struggling financially.
• Turn2us Benefits Calculator
• Turn2us Grants Search
• Turn2us PIP Helper

Products and services

• Turn2us Benefits Calculator Free online tool that helps individuals in the UK check their potential entitlement to means-tested welfare benefits based on personal circumstances such as income, savings, household composition, and disability status.
• Turn2us Grants Search Free searchable database of charitable grants from welfare funds available to people in need across the UK, filterable by personal circumstances and category.
• Turn2us PIP Helper Online tool that supports people applying for Personal Independence Payment (PIP) by guiding them through describing how their condition affects daily living and mobility.
• Edinburgh Trust Grants Programme Direct grant programme run by Turn2us/Elizabeth Finn Care that provides financial assistance to individuals in severe financial hardship, awarded by application.
• Turn2us Helpline Free confidential helpline providing tailored advice on benefits entitlement and grants to individuals facing financial hardship in the UK.
• Turn2us E-Learning Courses Free online training courses for advice workers and frontline professionals supporting people in financial hardship, covering benefits and grants topics.
• Find an Adviser Tool Online search tool that helps individuals locate local welfare rights, money advice, and debt advice services in their area across the UK.
• Embeddable Partner Tools Embeddable versions of the Benefits Calculator and Grants Search that partner charities, housing associations, and advice agencies can integrate into their own websites.

Quantifiable outcome

• Free access to benefits calculator for all users
• +1 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Evouchers LtdminorOthersDigital voucher provider used by Turn2us to enable secure distribution and management of digital vouchers. Turn2us shares name and email address with Evouchers Ltd for voucher system access when providing support to individuals.
• Advice UKcoreStrategic or Co-development PartnerTurn2us partners with Advice UK through the Find an Adviser tool, which links users to local advice services across the UK. This helps connect people with face-to-face support in their local area.
• Charitable Grant-making OrganisationscoreOthersTurn2us maintains partnerships with charitable organisations that provide grants. These organisations are listed in the Grants Search database, and Turn2us coordinates with them to help people access available support.
• HMRC and Government BodiesminorOthersTurn2us may share data with HMRC and other government bodies where necessary to comply with applicable laws or regulations.

Scale indicators7 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Disability Rights UK: UK national disabled people's organisation providing advice on disability benefits (PIP, ESA) and related entitlements. Most directly comparable to Turn2us's PIP Helper and disability benefits segment.
• Macmillan Cancer Support: Large UK charity providing direct grants and welfare benefits advice to people affected by cancer. Comparable model combining a charitable grants function with benefits guidance and a hardship user base.
• Policy in Practice: UK welfare and benefits analytics platform working with local authorities and housing providers to model entitlement and policy impact. Comparable to Turn2us in the embedded/white-label benefits-calculator segment.
• StepChange Debt Charity: National UK debt advice charity serving individuals in financial hardship with debt advice, benefits guidance, and self-help tools. Comparable user base and 'free service' model, with adjacent rather than direct product overlap.
• Citizens Advice: National UK charity providing free, independent advice on benefits, debt, housing, and employment, including online benefits calculators. Most directly comparable peer in scale, mission, and target user base to Turn2us.
• Christians Against Poverty (CAP): UK charity providing free debt counselling, money coaching, and life-skills courses, frequently working with people in financial hardship and benefits recipients. Comparable audience and free-service distribution model.
• Entitledto Ltd: Commercial UK benefits calculator provider serving both consumers and partner organisations (including local authorities and housing associations) — directly comparable to Turn2us's Benefits Calculator and embedded tools offering.

Regional players

• Shelter: UK national housing and homelessness charity that advises on housing benefits and welfare entitlements. Overlaps with Turn2us on benefits-advice content and a similar hardship audience, but anchored in housing rather than benefits specifically.

Broad incumbents

• Money and Pensions Service (MoneyHelper): UK government-backed body providing free money and pensions guidance, including benefits and debt advice tools. Operates at broader scale than Turn2us across money guidance, with overlapping benefits-advice content.
• National Council for Voluntary Organisations (NCVO): Membership body for UK charities providing research, policy advocacy, and sector support. Comparable in the policy, research, and campaign functions that complement Turn2us's service delivery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/Turn2us
• Facebookfacebook.com/turn2us
• LinkedInlinkedin.com/company/turn2us
• Instagraminstagram.com/turn2us_org
• Xx.com/turn2us_org

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Turn2us